Custom Framing - Industry Status Quo (Blog Post)

[Chris Chewning]

Read my latest blogpost:

Custom Framing - Industry Status Quo

Everyday all we hear about is the status of affairs. It’s a constant inundation of the left blaming the right, the right blaming the left. The arts are getting budget cuts, the economy is taking hits, and it seems people are more polarized and extreme then ever in recent memory. There is so much to worry about in the current state of affairs with the world...

http://theframerchris.kinja.com/custom-framing-industry-status-quo-1795643255


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[John Ranes II CPF GCF]

Chris,

Interesting read and you may be correct in that we are definitely at a junction in the definition and direction of our industry....that of "Custom Framing".

I note that you posted this also on the UK Forum where it is "Bespoke Framing" BTW, and they are perhaps not in the same situation as we are. Similar, but not quite the same, due to regional variation and history. With both threads, you certainly don't want it to become an association bashing conversation (Which I know was NOT your intent.)

The closest program or mission that approached your "outward reaching" action was probably FramerSelect a few years ago and perhaps to a lesser extent, the Art & Framing Council. Both had their merits but couldn't be sustained. Personally I think FramerSelect might still have today the same amount of committed members had it lasted, despite the shrunken size of our industry. (Would have been nice to see.)

Perhaps the main underlying current that we are all combating is the changing consumer market where the middle class doesn't understand nor appreciate custom framing, or simply elects to live without it opting for lower end wall decor, canvas wraps or nothing. This is fueled by big boxes, online shopping and for lack of a better term, apathy.

So, a question that surfaces, is our we potentially able to change the direction and perception of the buying public? Is our rudder large enough to really change the direction of this ship? Would our actions cause more to embrace the world of custom framing, or will customers still perceive framing as a simple commodity and custom framing as more and more an extravagant luxury item for the well heeled?

I would like to hear of other perspectives and ideas...

John

 

[Cliff Wilson MCPF]

As John points out, there have been a number of attempts at what I think you are calling "out reach."
Framerselect and the Council being two of them. There are others.

I think the flaw in all of those, and in most framer's thinking, is an attempt to change the consumer perception and desires.
Frankly, we as an industry collection of retailers, keep defying all retail understanding and try to make customers want what we sell.
Instead, we should be trying to give the customer's what they want.

Yes, John reasonably points out that the "middle class" can't, or doesn't want to, pay the prices, for the product most of us sell.
We could discuss for a while whether that is a change in middle class values, or simple the lack of what used to be a middle class at all.
But, the bottom line is, there are many fewer customers that are willing to pay the relative costs of what we offer.
A "got milk" campaign or anything else you can think of is not going to make them.

We must find ways to have the products they want at the price they are willing to pay.

Although there ARE consumers who will pay, trying to convince the majority to pay more than they want is futile.

 

[Chris Chewning]

1) I hadn't considered the regional differences in the Uk so thank you for pointing this out John

2) I just have a hard time accepting that we can't control the narrative of our industry to the consumers.

I mean honestly until 5-10 years ago who wouldve thought you can make a television show or a thriving business around some elaborately decorated cupcakes? Or that people would gladly pay $5-10 for one cupcake. Yet I see business like this everyday growing and thriving because of new perspectives being brought to the consumer.

I think a lot of the issues is we keep trying to re-box the same old message expecting different results.

I think you're right that we need to bring customers what they want. But there's no reason that we can't give them what they want and also show them what else we could being to the table.

Right now as a young new comer to this industry I see a general assumption of this is just the way it is. And maybe for many it'll never change. But those who want to leave a legacy of something more need to persevere for new life for our trade.

There will never only be one type of outfit to wear in clothing stores, a cookie cutter mold for every house being built, or single style color and brand of car being made.

So stop we need to stop acting like its that way for us. This isn't the end of the road and we shouldn't just try to only hold onto what we keep losing more of everyday.

We need to innovate, excite, and have new perspectives.


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